Avionics News August 2016 - 55

As a snapshot of charitable giving, folks like you stood
First, your employees. According to a study
out in stark contrast to the so-called one-percenters,
published last year by researchers at the University of
who only planned to give about 2.8 percent of their
Southampton, working for a company that donates to
discretionary income. That is, on average, small-business
good causes can increase productivity. When workers
owners said they planned to give about 10 percent of
are given a "social incentive" - for example, a charitable
their profits. And while the former may actually represent
donation that's linked to their jobs - their performance
a greater dollar value, the latter demonstrated a greater
increased on average of 12 percent, and for marginally
dedication to "giving back" to their community on a
engaged employees, it increased by nearly 30 percent.
regular basis.
According to the researchers, that result compares
Indeed, these companies were more likely to donate
favorably to giving stock options and other benefits.
to human services, such as food banks and shelters -
Furthermore, performance increased most when
about 77 percent of donors - as well as youth groups
employees could choose what percentage of their pay
(46 percent) and community-development organizations
was donated to a good cause - and even when donations
(41 percent). Additionally, 90 percent chose to give to
were optional, half of employees chose to donate.
local organizations that served their hometowns, and
The reason is relatively simple. Employees buy into
regionally, the South comprised the most generous
company performance when they believe in the mission
donors. In contrast, well-heeled donors chose
colleges, universities and the arts as their
recipients.
CHARITABLE GIVING INSPIRES NOT ONLY YOUR
Small-business owners said they chose to
CUSTOMERS, BUT ALSO YOUR EMPLOYEES.
give because it was personally meaningful; still,
nearly one-third thought strategically when it
THIS CAN LEAD TO BOTH
comes to donations, and nearly as many said
PROFITABILITY AND PRODUCTIVITY
they were motivated by tax advantages. The
back side of this is that the secret is out; about
GAINS FOR YOUR SHOP.
20 percent of small-business owners are asked
to donate more than 100 times a year.
According to the Big Thinkers in business,
"giving" is the future of marketing, and not just with
of a company. Participation in a giving program, or even
free, educational content on their websites. Consumers
a company-led volunteering drive, caused more than 70
are attracted to meaningful things. In fact, they're more
percent of employees to feel more positive about their
loyal to companies with big hearts and demonstrated
workplace, according to an LBG Associates survey, and
values, and they're more likely to buy, and continue
they feel a renewed appreciation for the importance of
buying, from them. They're attracted to the smart
their jobs.
businesses that are giving, and then talking about their
This trickles down to your customers, too. According
causes, in order to get the free, organic online mentions
to researchers at the Kellogg School of Management at
in blogs and social media posts that their customers are
Northwestern University, corporate social responsibility
likely to find, according to Barry Moltz of the Shafran
leads consumers to believe that company's products are
Moltz Group.
better quality. They call it the "benevolent halo effect,"
where positive attitudes toward a company translate into
Dollars at work
positive beliefs about the company's products.
Let's face it, donating takes dedication. Before you
This builds on existing research that suggests as much
abandon the idea outright, there's something you should
as 85 percent of consumers have a favorable view of
consider: Creating a giving company benefits your
employees, your customers and you.
Continued on following page
avionics news

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august

2016

55



Table of Contents for the Digital Edition of Avionics News August 2016

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Avionics News August 2016 - Intro
Avionics News August 2016 - Cover1
Avionics News August 2016 - Cover2
Avionics News August 2016 - No label
Avionics News August 2016 - 2
Avionics News August 2016 - 3
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Avionics News August 2016 - Cover3
Avionics News August 2016 - Cover4
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